Perdue Farms appeals an order to revise its 'happy' chicken TV commercials

Jim Perdue and his sons Ryan and Chris star in two new television advertisements.
Produced by Ralph Musthaler

Chris Perdue, center, and Ryan Perdue, part of the fourth generation of Perdues working in the family business, join their father, chairman and advertising spokesman Jim Perdue in one of two new commercials promoting Oerdue Harvestland organic chicken.(Photo: Perdue Farms image)

A chicken tried to cross the road in Oklahoma City, presumably to get to the other side as the old joke goes, but was apprehended by police. Buzz60's Sean Dowling has more.
Buzz60

The problem, according to a National Advertising Division press release, is that while the spots "featured numerous visual and verbal general brand references to Perdue," they "presented only momentary visual references to Harvestland Organic."

In its defense, Perdue submitted a consumer perception survey suggesting that the campaign was tailored toward its Harvestland line. But the watchdog group's own analysis of the survey showed that "substantially more" consumers came away with a general message about the Perdue brand.

Since not all of Perdue's chickens are raised and processed organically, the ads must be changed to make clear they're referring to Harvestland products, the group ruled.

Meanwhile, the National Advertising Division cleared Perdue's website, finding that it didn't claim that all of its chickens are organic.

Nor did the group take issue with Perdue promoting that all of its chickens are raised on a meat-free diet and without antibiotics.